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4Ps in a Pod
Trying to break into a Marketing career is tough. It’s a mix of awkward networking circles, unnoticed LinkedIn requests, and a sea of stereotypes (no, marketing is not just advertising!).
To get a real look into the world of Marketing and the people who are shaping it - listen to 4Ps in a Pod. In every episode, Jeevs & JP (two CPG marketers) have a chat with a Canadian marketer from a different industry, company, and point in their career. Together, we’ll hear their coming-of-age story, get an unfiltered look at what they do, and gain valuable advice on how to carve out a successful Marketing career.
This podcast is a must-listen for students looking for their first Marketing gig, seasoned vets looking for a change, and everyone in between.
4Ps in a Pod
#15: "The Best Season We've Ever Had" | Nicole Lee (NHL)
🏒🏆 In this episode, we had an absolute blast chatting with Nicole Lee -the Senior Director of Integrated Marketing at the NHL.
The league has been around for over 100 years & has gone through so many eras in that time. By all accounts - they’re in the midst of another golden era. Their revenue is at an all-time high which has been fueled by their captivating stars, intriguing storylines & new partnerships. Nicole's team works alongside their sponsors to help them mutually grow their businesses & the love for the sport. She joined 16 years ago & has helped the NHL grow the scale/impact of those partnerships.
Prior to that - she has a fascinating story of growing within the US (completing her Masters in Ohio, working at Disney in Orlando & Anheuser-Busch in Virginia).
Amongst other things - we chatted with her about the NHL’s record-shattering year, what winning partnerships look like, the importance of taking the long-view, the lost art of the handwritten note & whether the Leafs are finally going to win this year 🍾🤞.
More specifically, Nicole shared her thoughts on the following questions:
- How would you describe what you do to a complete stranger? (10:12)
- What's the benefit of Partnership Marketing for the NHL? (10:49)
- What was your "Marketing Moment"? (12:08)
- As you've progressed through your career, has there been a north star that has driven your decision making? (16:28)
- How did you think about the trade-offs between career choices? (17:18)
- Can you walk us through your 16-year career at NHL? (21:07)
- How has your view of sponsorship marketing evolved over time? (23:46)
- How does it feel to have been part of the growth of the NHL through your role in partnership marketing? (28:55)
- How do you cultivate strong relationships with your partners? (33:25)
- Can you walk us through an example of one of your partnerships and how that has come to life? (35:08)
- How is your team evaluated for success? (40:10)
- How is the marketing team set up at the NHL? (42:04)
- Do you have any cautionary advice for anyone who wants to enter a Sports Marketing career? (45:07)
- We put Nicole in the hot seat! (47:12)
